Your site is fully SEO optimized. Should I continue with ongoing SEO?

You‘ve built your website, ensured it’s fully SEO optimized and after a few months, rank well in the search engines for your key phrases. As the phones begin to ring, you feel confident that your digital marketing budget was well spent. There’s no longer a need to spend any more money on SEO marketing, right?

Well, that may not be the case. Here’s why…

1.      Your competition isn’t standing still - SEO competition analysis

Your competitors aren’t only competing with you in the marketplace; they’re competing with you in the Search Engine Rankings. Being on the first page of Google or Bing today does not guarantee you’ll be there next month. Your competition will be working hard to surpass you by ranking higher for keywords you used to rank for. By maintaining a ongoing campaign analysing your competition, it will allow you to make changes to your own site as needed to make sure you maintain your ranking stays high

2.      Review your Analytics to determine your next SEO campaign

Ok, you’re site is optimized for selected keywords and key phrases. So how well are you doing?  Someone needs to monitor the results that the SEO work has produced; the results may surprise you. Some of the SEO work may not be bringing in any traffic or perhaps additional key phrases may be needed. There may be pages on your website that are SEO ineffective and need changing. Perhaps you are losing visitors due to a badly designed page.

This is where your SEO expert can help. By continually reviewing and analyzing your website’s analytics, the much needed changes can be made that will not only help your business thrive but maintain your place in Google’s good graces.  Analytics will also determine when and how many changes are required. You may not need changes every month but continual monitoring can make the determination.

3.      Continued Content Creation - why it’s important

Content is king! Perhaps the most cliché SEO term today but it’s true. Fresh content is a must in order to maintain a high ranking on Google. It’s no wonder that the proliferation of Blogs has multiplied exponentially in recent times (case in point, this one :). However, content creation goes beyond blogging. If your site has a few pages of static content and perhaps a blog, it will never rank as well as other sites where current pages are being tweaked with fresh content, new pages are being added and a blog that is updated on a regular basis.  Continuously adding or updating your site’s content will allow you to reach a wider audience and by extension, potential new customers.  Let your SEO expert monitor and recommend even suggesting different keywords each time content is augmented.

4.      Linking – The good, the bad and the ugly

You’ve read that linking is an important part of your SEO campaign. While true, it must be done correctly or else the consequences can be dire for your business. Google is adamant that any links to your website must originate from high quality and reputable sites. If this occurs, this may elevate your site ion Google’s eyes; that’s the good.  On the other hand, if your site is linked from questionable, less than reputable sites or dubious guest blogging sites, this can hurt you in the search engine rankings; that’s the bad. Lastly, if you employ black hat techniques such as link farms or spam sites, this may get you delisted from Google and this could kill your business; that’s the ugly.

So how do you get those high quality links from high quality and reputable sites?  The answer is slowly by building relationships, sharing content with owners of those high quality sites and using social media.  Search engines reward slow, gradual, natural growth in this area. The process will take time and is an ongoing process; your SEO expert can help.

5.      Social Media – yes it’s important.

Facebook, Twitter, LinkedIn, Google Plus, YouTube. They are taking up more and more of our time and have become more popular than watching television or playing video games. While social media is a good place to vent your frustrations while stuck in traffic, your business can harness its power in some very important ways. It can be used to create a brand for your business thereby allowing you to network and reach new customers. It is also your primary resource for promoting new content, promoting new products and services, and advertising sales. Your SEO expert can help manage your social media marketing to ensure that your visibility is high.

6.      Pay attention to Google algorithm changes

Panda, Penguin – does Google have a Noah’s Ark complex?  Well no, however, Google makes algorithm change on a regular basis. As well, their views with regards to linking, guest blogging, etc..., may change which can affect your ranking. So even if your site is fully optimized today, it’s important to continuously take looks to make sure it still plays by the rules. As the search engines evolve, so must SEO or it will become obsolete in the blink of an eye.

In conclusion, your business is important and so should be your SEO.  Ongoing SEO is the only way to maintain a competitive edge in today’s world of online marketing and if you wish to stay on Google’s good side, ongoing SEO is vital.

by Don Proshetsky

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